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Saturday, May 29, 2010

Espolón is back! Or Is It?

Dia de Los Tequilas -- The new labels feature the famous skeltons of Mexican folk-art

Any one who knows me knows that one of my all-time favorite ultra-premium Tequilas is Espolón. It has been hard to find in the US for years now. And it was always pricey...$40 and up. Much to my amazement, today at the liquor store I discovered a new-look Espolón! We're talkin' new label, new bottle, and new VERY LOW PRICE-- $20.00!

Is this some kind of marketing trickery? The press-release issued by Skyy claims there is the exact same juice in these new hippified bottles. Is there, really? If so, why is the price less than half of what it was before? In fact, I paid MORE for Espolón in Mexico back in February -- $24 to be exact. Were we paying for the fancy bottle and its embossed metal label all that time?

Campari/Skyy, the same company that bought Cabo Wabo last year also now owns Espolón. The spirit conglomerate bought the Espolón distillery, NOM 1440, and actually now make Cabo there, too. Apparently, the MSRP for both blanco and repo is $25.95. That's also odd, don't you think?

Are they going to market the Wabo as the Ultra-Preem and the Espo as the down-priced bottle? That would be wierd to me, because Espo is WAY better tequila than Wabo. Way!

So is it the same tequila? My pallette says no.** I just did an A/B comparison between the bottle I bought of blanco in Mexico and a brand new bottle of the $20 blanco. The original tasted smoother, lighter and sweeter, not that Espo is particularly sweet. It has a big, flavorful taste with plenty of agave, spice, and a hint of licorice.**I later realized I was comparing a 38% (the Mexican bottle) with a 40% (the new US bottle), so there you have it! That explains the diff.

But the new one tasted a tiny bit harder, hotter and oilier. It is not as easy on the pallette. They ARE very similar, and maybe the difference could be the normal variation of batch-to-batch. But most would agree that my REAL Mexican juice tastes better than the new.

4 comments:

It is the same - went to that same distillery in Arandas a couple of months ago and their master distiller was showing me 2 huge tanks with tequila inside. They won't change before they get all that stock out.....

I picked up a bottle of the "New" Espolon and I love it. At the time(only three months ago) I couldn't understand why I liked drinking shots of the inexpensive $19 a bottle Espolon blanco better then my fancy $60 Patron. Learning is fun!

My Tequila Discovery, 1992

My agave quest began a relatively long time ago -- long before the more recent Patron-driven 100% agave revolution began in the USA. It was October of 1992. My band was playing the prestigious CMJ (College Media Journal) Music Conference in NYC. We had the great fortune to be placed at Rodeo Bar, one of the convention's official venues. This was appropriate because then, as now, we played a twangy Texas-style music. The big thing about playing the Rodeo was that 1) they paid the bands and 2) they fed the bands for free and 3) they even provided free drinks! Great place! See, they were the ONLY place that paid the bands. At all the other venues the bands played these "SHOWCASES" for free, and it was really pay-to-play because of the expense of doing it. So like I said, we were lucky as hell.So we played and had a good gig and enjoyed the other bands on the bill and ate at the adjoining (excellent) Tex-Mex restaurant, then called "Albuquerque". The bar itself was a converted actual cattle car, and this very nice bartender named Erin took a liking to us. The night wore on, and before you knew it, only my bass-player and myself remained at the cattle-bar with Erin. We had been drinking beers and were now in the mood for a tequila shot. Erin then says, "Guys, you need to try some REAL tequila!" She pointed up to the top of the bar to some dusty bottles hidden in the shadow above the bar-lights. "Our Mexican cooks bring this stuff up from Mexico when they come back from visiting home. It's their private stash," Erin said. Our eyes got big. Would there be worms? Scorpions?But without further ado and at no charge she lined us up three shots from three different bottles and we tasted them.Damn dude!The lights went on in technicolor. Flavor! Spice! Smoothness! Wood! Baby!

Then the lights went out.We literally fell off our bar-stools and staggered our way out to the NY streets at about 3 am. I still have NO memory of getting back to the hotel.I had no idea what labels were on those bottles, so I couldn't tell you what I drank that night. But for the rest of the 90's and up until now I have sought out the best tequila available. And in the mid '90s there was not much available. At first it was stuff like Hornitos and Conmemorativo. Then I think, yes, it was Don Julio that a Mexican buddy of mine brought back from Mexico. It was not yet available in the US, or at least around here. Then came Tradicional and Herradura and El Jimador and Cabo Wabo and El Tesoro and then Patron came along and the blue floodgates of agave opened.